How E-Cube Energy Benefitted from Creating a Podcast Series

A startup in Kolkata, India created a podcast series with the aim of reaching out to their customers. This B2B show achieved more than the desired results. It not only generating qualified leads, but also some generated intangible benefits such as greater visibility to the entrepreneur in the professional circles and invitation by a University to help set up a research center. What has been your experience with a B2B podcast?

A few months ago, I worked with E-Cube Energy Trading Private Limited,(EETPL) a Kolkata (India) based energy analytics firm. Umesh Bhutoria, the founder of E-Cube, was looking to reach out to his target customers: CFOs and Heads of Operations in textile mills and aluminium smelters. The challenge was, that the locations of most of the factories were remote, and he and his team had limited resources for marketing and pre-sales. They were looking for a way to maximize their reach to potential customers.

“Amar, is there something a podcast can do for us?” Umesh asked me one afternoon. My answer was an enthusiastic Yes.

Creating a Business To Business Podcast

The good news was, that here was a customer who was willing to take a chance with us. It was a risk, of course, but it was a calculated risk. A B2B show was not going to generate hundreds of thousands of listenership, but it was important to reach the right sets of ears.

Form Plan To Action

As the first step, we decided on selecting the format for this B2B podcast. Umesh and I decided that a conversational format was the best way to keep the listener interest high. But, we put a little twist to it. We decided to role play; I would be the ‘customer’ and Umesh would pitch E-Cube’s solutions to me. We decided on a 6 part series, and each episode would be about 12 to 15 minutes in length. In India, shorter format content works better, unlike in the United States where many podcasts are nearly an hour long. Each episode would focus on one particular aspect of energy analytics, and we framed the questions that were based on real life experience.

It’s Showtime!

Results Speak For Themselves

Next, whenever Umesh would travel for conferences or professional events, people began to approach him and tell him “I have listened to your podcast. It is very useful.” Brand building- both for Umesh personally and for his venture, happened almost in parallel.

In a B2B environment, it is difficult to quantify the benefits in many cases. But for those looking for a ROI, it is important to consider both the qualitative and quantitative benefits.

The added advantage of creating this series was that the content has a long shelf life. Technologies may change but the underlying principles remain the same for a very long time. As a result, EETPL will keep reaping the benefits .over the next few years,

What we learnt from this experience

Have you tried creating a B2B podcast? Do you already have one? What has been your experience? I would love to hear your comments.

Why businesses should launch a podcast

I created this infographic to highlight some of the benefits to businesses from podcasting. In India, creating content in regional languages is extremely important, given that nearly every state and region has a different language. As a next step, a show in multiple languages would be the logical thing to do. And that’s exactly what we plan to do.

Creator- Gaatha Story- Podcast of Children's Stories. Cofounder Kamakshi Media and Author. Husband, dog lover. Country Manager for FSC, India.